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Jim Camp, Contributor, Forbes.com—Having a “valid mission and purpose” is the foundation of every one of my negotiations, and I want to share with you what led me to making this the cornerstone of the Camp system. It was Peter Drucker.

In my book Start with No, I pay homage to management guru Drucker who, in his Management: Tasks, Responsibilities and Practices, underscored the need of all business owners and executives to understand what their business truly does. He called that the “mission and purpose.”